Several weeks ago, Salesforce placed a big bet on Datorama, a data analytics platform that now has many eyes focused on the technology and capabilities gained through the acquisition. At a rumored $800 million USD price tag, the deal raises a number of questions.
- Why now?
- Who else competes in this space?
- What defines these players?
- How are key players similar and different?
Announced in a blog post by Datorama’s CEO, Ran Sarig said the acquisition will enhance Salesforce’s Marketing Cloud with expanded data integration, intelligence, and analytics, enabling marketers to better access data insights from across their marketing and technology systems.
Data integration and analytics technologies have become increasingly critical to marketers who favor low cost, “instant-on” access to new channels, and capabilities that facilitate their day-to-day activities. Mary Meeker’s “State of the Internet” report last year revealed that the average enterprise uses over 90 different marketing cloud services. This number has been growing year-over-year as we’ve witnessed the proliferation of increasingly specialized and focused services across the marketing technology landscape.
Marketers have been struggling to monitor, manage, and show results for the sum of these parts and it has become a critical yet often missing piece of the marketing puzzle. When your data is simplified, accessible in one place, and easy to share, it’s marketing nirvana.
Two players, Datorama and TapClicks, have invested an enormous amount of time and effort to solve for this complex problem. These two companies can be broadly described as data integration, analysis, and reporting platforms. But a closer look under the hood reveals that there is a lot to these two competitors, and much to be excited about, as this product category continues to grow and evolve.
The rest of this article takes a deeper dive, giving you a quick comparison of both Datorama and TapClicks. Want to better understand their key capabilities, similarities, and differences? Read on.
Key Similarities Between Datorama and TapClicks
Both Datorama and TapClicks are built to help streamline and simplify cross-channel marketing reporting processes. With robust data integrations and access to data modeling and/or compelling visualizations, you can quickly gather and unify insights from top MarTech and AdTech microservices. Both Datorama and TapClicks will help you visualize, customize, and automate reports with smart technology. Both have about 3000 customers.
- Audience. Datorama’s platform is primarily tailored to brands. While individual brands can use TapClicks for marketing and reporting purposes, TapClicks was built to support the digital media and marketing agencies that ultimately serve brands. Digital media and marketing agencies can use TapClicks for all their data analysis and reporting, for every client. As mentioned both competitors have 3000 clients, but because TapClicks serves agencies and media companies, their audience multiplies to include hundreds of thousands of users.
- Integrations. Marketers need instant access to unified marketing data from 90+ channel sources on average. Datorama offers 80+ integrations, while TapClicks provides instant-on connections to 180+ data sources. Furthermore, they provide the ability to connect and combine data from inside enterprise, agency and publisher systems channel data from MarTech and AdTech platforms (totaling well over 1400 additional platforms).
- Dashboards. Both Datorama and TapClicks offer customizable dashboards that help brands organize their marketing analytics for better insights and reporting. The primary difference here is TapClicks has more dashboards available to the end-user, and the dashboards are easier to customize to meet the broader needs of different client types.
- Orders & Workflows. Digital marketing goes beyond just analytics and reporting. While TapClicks offers marketing integrations, dashboards, and reporting tools, they have gone one step further by including order and workflow capabilities. This allows TapClicks to deliver an end-to-end platform for sales, marketing, advertising, and operations teams to successfully take new client orders, as well as repeat business orders, from the point of sale all the way through the order process. The ability to combine analytics, workflows, orders, and reporting into one platform helps agencies increase efficiencies, eliminate error, and organize operations.
- Configurability. Marketers need solutions that can help them scale. They need to enable and support hundreds of clients, client organization groups, internal departments, verticals, sales teams, and offices. All of these moving parts can have completely disparate data sources, business rules, user access, and permissions. TapClicks provides configurable enterprise-grade features to manage marketing data and operations at scale.
- Scalable Reporting. Datorama and TapClicks both eliminate the manual end-of-the-month report generation offering transparent, accurate, and automated reporting, without adding operational costs. These unified views across channels into a single platform helps brands and agencies understand performance and identify actionable insights. A key differentiator when comparing Datorama and TapClicks is the latter’s ability to scale. TapClicks provides scalable reporting that grows with the agency.
TapClicks also provides the ability for clients to load their own data and access roll-up views of their performance. They can also export whatever file-type they like to work in—Word, Excel, PDF, Powerpoint, and more. Additionally, TapClicks provides the flexibility to schedule reports daily, weekly or at any interval that they or their internal or external clients want. An additional consideration, TapClicks offers free white labeling of reports and emails, while Datorama does not.
- AI. Both platforms offer varying degrees of artificial intelligence capabilities. Given the broad interpretations of what constitutes AI, it’s harder to make an apples-to-apples comparison here. In the case of platforms like Datorama’s and Tapclicks’, AI drives capabilities like “always on optimization,” smart centralization of data from different platforms and the intelligent creation/distribution of automated dashboards. Datorama’s AI capabilities primarily provide insights and optimization, while TapClicks leads in intelligent centralization of data with its Smart Connector technologies.
- Unification. Marketers need a unified workflow solution to manage the numerous email, SEO, SEM, website, display, video, call tracking, and programmatic campaigns—across dozens of tools. While both Datorama and TapClicks offer this ability, only TapClicks provides the ability for data and workflows to work within a single platform. This unified access and ease of use allows marketers and their agencies to quickly turn insights into campaigns and improve their performance.
Given their similarities and differences, the choice between Datorama and TapClicks is not always an either/or. In some cases, both platforms are used alongside each other with TapClicks anchoring the extended capabilities not available in Datorama.
It’s also worth noting that TapClicks does have an integration with Salesforce, yet still remains neutral in the market as a privately held company. This is a key consideration as we’ve seen Oracle, Adobe, IBM and others continue to make strategic acquisitions to bolster their Enterprise Marketing Platform’s capabilities.
It will be interesting to see how Datorama’s offerings evolve or become biased toward the Salesforce platform as their solutions become more integrated with the Salesforce platform.
Bottom line: Enterprise Marketing Platforms (like Salesforce) are looking to enhance their reporting and analytics capabilities for marketing data created inside and outside their platforms. This is essential for them to stay relevant and enhance their platform’s value for CMOs and their digital agencies, in an increasingly fragmented MarTech world.
Salesforce’s acquisition of Datorama will help it face the rising tides of competition while giving its customers enhanced analytics capabilities. The question is: which platform is best suited for you? Please add your thoughts and comments below!